Nickelodeon signs on for title sponsorship of Sprint Cup race in May
Play: NASCAR Fantasy Live
Nickelodeon announced Monday that it has joined forced with Kansas Speedway for a unique entitlement sponsorship for its NASCAR Sprint Cup Series race May 9, now called the SpongeBob SquarePants 400.
The deal with the children's TV network and the long-running animated series, which began in 1999, expands NASCAR's reach to a younger demographic. Plans are already afoot for costumed character appearances and a SpongeBob SquarePants photo station in the Kansas Speedway Fan Zone.
"The SpongeBob SquarePants 400 gives Nickelodeon the opportunity to expand its relationship with NASCAR, while working with a best-in-class track to give fans a unique, engaging and high-quality race experience that the whole family can enjoy," said Pam Kaufman, Chief Marketing Officer and President of Consumer Products for Nickelodeon Group. "Nickelodeon has embarked on some great initiatives with NASCAR over the last 10 years, sponsoring and participating in marquee racing events that have resonated with motorsports fans across the country."
Nickelodeon already has a tradition of partnership with NASCAR, dating back to 2004's sponsorship of the Lowe's Presents the SpongeBob SquarePants Movie 300 at Charlotte Motor Speedway in what is now known as the NASCAR XFINITY Series. Jimmie Johnson and Kyle Busch participated in SpongeBob SquarePants-themed cars, finishing third and fifth respectively behind race winner Mike Bliss. The network also brought the Teenage Mutant Ninja Turtles to Atlanta Motor Speedway last September.
Conversely, NASCAR stars have taken part in plenty of Nickelodeon programming in recent years, including the Kids' Choice Awards (Danica Patrick, 2012 and 2013), Kids' Choice Sports Awards (Danica Patrick, 2014), Team Umizoomi (Jeff Gordon, 2012), Hammer Down (2014). Johnson is slated to appear in an episode of the Nick Jr. show Bubble Guppies this year.
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